Social Media in FMCG Marketing: Understanding How Supermarkets Use Facebook During the COVID-19 Pandemic

Surej P. John () and Richard Walford ()
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Surej P. John: Eastern Institute of Technology
Richard Walford: Eastern Institute of Technology

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 184-191 from Springer

Abstract: Abstract Social media is regarded as one of the most cost-effective, yet efficient tools for marketing communication and promotion. The current study examined the usage and applications of social media among supermarket retailers in New Zealand. This study also examined how grocery stores and supermarkets in New Zealand had used social media for implementing six strategic marketing objectives: customer involvement, interaction, intimacy, influence, insights, and impacts. This study examined and analysed the Facebook pages of all six supermarket chains in New Zealand. Results indicated significant differences across supermarkets in terms of achieving those objectives. Results also suggested that retailers could do more in terms of enhancing customer interaction, intimacy, and impacts. The study provided direction on how retailers can better manage their social media contents to build profitable customer relationships.

Keywords: Social media marketing; Retail; Digital marketing; Engagement strategies (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_19

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DOI: 10.1007/978-3-030-76520-0_19

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